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Mobile Milk – Breastfeeding Texting Campaign

Mobile Milk

Mobile Milk is a text messaging campaign to encourage and support breastfeeding. Text messages are delivered between 28 weeks of pregnancy and 4 months after giving birth. During pregnancy, women receive 1 – 2 messages per week, which provide information and tips for preparing to breastfeed. After delivery, mothers receive text messages 3 – 4 times per week, providing guidance and support during the first weeks and months of breastfeeding.

Here are some examples of the text messages participants receive when they sign up for Mobile Milk:

Prenatal messages:

  • "Ask to have your baby in your room with you after birth – it is a great way to learn when (s)he is hungry. Hospitals call this rooming-in."
  • "Exclusive breastfeeding is when you feed your baby ONLY breast milk for the first 6 months of life. It is best for moms and babies!"

Postpartum messages:

  • "It can take 3-5 days for your milk to fully come in. Don't worry, it’s coming! Until then, the yellow, nutrient-filled colostrum is all your baby needs to eat."
  • "More breastfeeding at first means more milk later. Putting your baby to the breast frequently will establish a good milk supply for the months ahead."

Women can sign up for Mobile Milk while pregnant or after giving birth. Text “MILK” to 877877.


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